Last blog, the topic was the number of fans “like” fashion brand. To conclude, ‘like” button does not mean that the consumers ‘like” its brand although Zara has over 10 million fans on facebook.This issue makes me think about the importance of quality consumers and how to encourage them to purchase its products through social media?
Company invests plenty of money on social media. Of course, marketers want to increase the number of fans on social media. At the same time, they have to make sure the ROI, which is used to measure the success of social media strategy. However, does it mean that no.of fans on facebook are your "loyal" consumers? This situation is similar to the people who have lots of friends on facebook, Does it mean that all friends on facebook are the "real" friends? If over 5,000 fans for the brand, if those fans are disengaged, and have no intention to buy any of your products or services, the social media is likely useless.
Therefore, it is needed to understand the quality level of fans on social media that is benefit to its brand. Rather, it’s just a communication tool only.
What marketers can do are:
- · Think about how to create and deliver meaningful values for consumers to trust its brands on social media
- · Find a way to keep encouraging fans to return community on social media
- · Find a way to maintain long-term relationship with consumers that turns them into loyal consumers
- · Create a unique social media community
